Command Alkon is one of the world’s most formidable supply chain software providers for the building materials industry, but they had never invested in their own branding. As a result, they were focused on rational product benefits and features, instead of building a deeper, more meaningful connection with their customers.
Research showed current negative perceptions of Command Alkon were two-fold. Both existing and prospective customers didn’t fully understand the brand’s offerings, and former customers had been turned off by negative experiences with the company that didn’t reflect the evolved brand.
We built a brand belief around the promise that, together, Command Alkon and its customers build amazing things. We highlighted high-profile, respected industry players to overcome consumer skepticism. Using the three brand pillars — partnership, performance, and proven, we created a new identity system and custom photography to share user stories. Finally, we knew the success of the new brand hinged on providing an experience worthy of their new claims, so it was imperative the team bought into the new positioning. We created a range of assets including educational materials, a launch campaign, and event consultancy that drove enthusiasm and pride.
– 163% increase in number of sessions
– 1700% increase in site engagement
– 2.25x increase in time on site